Download Bachelor of Business Administration Marketing Major

University of the Virgin Islands
Bachelor of Business Administration
Marketing Major
Approved: March 5, 2016
BACHELOR OF BUSINESS ADMINISTRATION
MARKETING MAJOR
TO:
Dr. Stephen Ratchford
Chair, UVI Curriculum Committee
FROM:
Dr. Stephen Reames
Dean, School of Business
CONTACT: Dr. Gabriel Ogunmokun
Professor of Management and Marketing
School of Business
DATE: Submitted on September 22, 2015
REQUEST: The School of Business requests the approval of a new major for the
Bachelor of Business Administration degree, Marketing Major, to begin in the Fall 2016
Semester.
JUSTIFICATION (RATIONALE):
The BA in Business Administration has a concentration in Marketing which does not
meet current standards or market demand for business school under-graduate degrees
in Marketing. The concentration in the BA has only four unique courses constituting a
total of twelve credit hours in the Marketing area. Four courses do not provide adequate
coverage of the marketing field and results in students who are under-prepared for the
market place in this area of specialization. The new BBA format created a number of
years ago in the School of Business is a preferred format for business degrees because
it allows more curriculum space for the area of specialization. Under the BBA format
there is room for a total of ten courses in the area of specialization, two of which may be
electives to provide students the opportunity to explore other disciplines. For this reason
this proposal is to create a new BBA Marketing Major that will ultimately replace the
current BA in Management concentration. The school of Business anticipates
suspending enrollment in the BA Marketing concentration program in the fall of 2016.
We have created four new courses which will supplement the current offerings. These
new courses will not only provide our students with an in-depth knowledge of the
discipline but will also assist them to work towards becoming professional members of
the Chartered Institute of Marketing (CIM)._r1
ACADEMIC DEPARTMENT OR AREA FACULTY APPROVAL: The Department of
Management, Marketing, and Management Science faculty approved this proposal on
September 14, 2015 by a vote of 6-0-0.
SCHOOL APPROVAL: The School of Business approved this proposal on September
23, 2015 by a vote of 14-1-1.
ADDITIONAL DISCUSSION:
Bachelor of Business Administration (BBA)
Marketing Major
The relevance of any program is determined by whether or not there is a demand for
the program. The School of Business is currently offering an accredited BA degree with
concentrations in Accounting, Finance, Information Systems, Management and
Marketing. However according to the October 2015 Job Outlook, a Major in Business
Administration/Management is among the top ten degree programs that are in demand
in the US. See Figure 1: Top degrees in demand (Bachelor’s degree level).
https://www.naceweb.org/s01212015/job-outlook-majors-in-demand.aspx?land-surv-lp3-spot-jomdm-02202015
According to the NACE survey, “Take employers looking to hire
graduates with a bachelor’s degree. Here, business-related majors
comprise six of the 10 most in-demand degrees, including finance
(57.4%), accounting (56.1%), business administration and management
(47.5%), marketing (41.7%), supply chain management (39%), and
management information systems (39%)”.
http://poetsandquantsforundergrads.com/2014/11/19/business-majorsin-demand-for-2015-study/
REQUIRED RESOURCES: Currently there is a funded opening for a new management
professor. With this additional resource the BBA Major in Marketing can be delivered
without scheduling issues or faculty over-loads.
CORE REQUIREMENTS:
Students enrolled in the BBA in Marketing will complete the following MKT courses.
Required courses are divided into a 24-credit core required for all students and 6-credits
from elective courses selected by the student and his/her academic advisor.
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Bachelor of Business Administration (BBA)
Marketing Major
The MGT core courses are listed below:
MKT 334
MKT 416
MKT 422
MKT 426
MKT 427*
MKT 428*
MKT 429*
MKT 430*
Advertising and Promotion Strategy
Principles of Merchandising
International Marketing
Marketing Research
Personal Selling and Sales Management
Consumer Behaviour
Services Marketing
Strategic Marketing
3
3
3
3
3
3
3
3
Of these core courses only 4 are new courses as designated with an *
MKT elective courses are designed to allow students pursuing the Marketing Major to
broaden their experience and/or pursue a Minor.
ELECTIVES:
6 credits
If selected from within the school of business the electives may include any 300 or 400
level course or any course used in pursuit of a minor. The electives may not include
courses which are part of general education or GBE requirements in the BA or BBA
degree.
If selected from outside the school of business the electives may include any course
except courses which are part of the general education requirements for the BA or BS
degree.
SUMMARY OF REQUIREMENTS:
General Education
General Business Education
Required MKT Major Courses
Electives
Other Requirements (Physical Education)
Total Credit Hours
43-44
48
24
6
2
123-124
NEW COURSE REQUEST
3
Bachelor of Business Administration (BBA)
Marketing Major
TO:
Dr. Stephen Ratchford
Chair, UVI Curriculum Committee
FROM:
Dr. Stephen Reames
Dean, School of Business
CONTACT: Dr. Gabriel Ogunmokun
Professor of Management and Marketing
School of Business
DATE: Submitted on September 22, 2015
REQUEST: The School of Business requests the approval of a new course entitled,
PERSONAL SELLING AND SALES MANAGEMENT (MKT 427).
JUSTIFICATION (RATIONALE): The current BA concentration in Marketing does not
provide adequate coverage of the marketing field expected of a four degree. One of the
areas that is missing is coverage of the sales function of the product. Marketing and
selling are different function within business; marketing deals more with image and
presentation and does not involve direct customer contact. The sales function examines
techniques, structure, and strategy related to successfully selling the product with direct
customer contact. The addition of MKT 427 will better prepare our students for a job in a
entry-level marketing management position.
APPROVALS: The School of Business voted on this entire proposal as a single
proposal since all parts of the proposal interdependent. The Vote for this course is the
same as that for the entire proposal.
ADDITIONAL DISCUSSION: The addition of this course does not impact physical
facilities, financial or human resources except as indicated under “REQUIRED
RESOURCES” below.
REQUIRED RESOURCES: Currently there is a funded opening for a new marketing
professor. With this additional resource the BBA Major in Marketing can be delivered
without scheduling issues or faculty over-loads.
ANY IMPLICATIONS FOR THE GENERAL EDUCATION REQUIREMENTS: NONE
SECTION 2: COURSE SYLLABUS
TITLE OF THE COURSE: MKT 427* Personal Selling and Sales Management
COURSE DESCRIPTION: The purpose of this course is to present and examine the
principles, theories and concepts of sales management and direct marketing. The course
covers the nature of personal selling, the role of the sales force, designing sales force
4
Bachelor of Business Administration (BBA)
Marketing Major
strategies and structure, recruiting and selecting salespeople, training salespeople,
compensation methods, sales force supervision, sales force performance evaluation, the
personal selling process, direct marketing models, public policy and ethical issues in
direct marketing.
PRE-REQUISITES/ADMISSION REQUIREMENTS: BUS 112, MGT 301, MKT 301 and
MKT 334
CO-REQUISITES: None.
COURSE OVERVIEW: Given that effective sales management is vital for getting the
most out of any organization’s sales force, this course will present and examine the
principles, theories and concepts of sales management. It will cover the nature of
personal selling, the role of the sales force, sales force strategies and structure, recruiting
and selecting salespeople, training salespeople, compensation methods, sales force
supervision, sales force performance evaluation, the personal selling process, direct
marketing models, public policy and ethical issues in direct marketing. Students will also
apply theories, concepts and models covered in the course to case studies. The course
will also expose students to contemporary issues and research in the area of personal
selling and sales management.
COURSE SESSIONS:
The course will consist of two weekly sessions of 1hr 15 minutes per session during the
semester.
COURSE OBJECTIVES:
Upon completion of the course, students will be able to:
 Discuss the Role and Nature of Personal Selling and Sales Management in
organizations;
 Discuss how personal selling and sales management can aid Marketing goals;
 Explain Sales force Structure and Management;
 Design Sales force Strategies and Management;
 Analyze Sales Force Recruitment and Selection Process;
 Evaluate Sales force Training and Development Methods;
 Evaluate Sales force Compensation Methods;
 Discuss and Analyze Motivation Theories with particular reference to Sales
People;
 Evaluate Sales force Performance Evaluation Methods;
 Discuss and Analyze the Personal Selling Process;
 Discuss Direct Marketing Models;
 Analyze Ethical and Legal Issues in Personal Selling and Sales Management;
 Apply theories, concepts and models covered in the course to case studies.
CONTENT (TOPIC) OUTLINE
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The Role and Nature of Personal Selling and Sales Management in organizations
Sales force Structure and Management
5
Bachelor of Business Administration (BBA)
Marketing Major
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Sales force Strategies
Sales Force Recruitment and Selection Process
Sales force Training and Development
Sales force Compensation
Sales Force Motivation
Sales force Performance Evaluation
Personal Selling Process
Sales Presentation
Direct Marketing Models
Ethical and Legal Issues in Personal Selling and Sales Management
.
TEACHING AND LEARNING METHODS: Teaching and learning methods will include
lectures, tutorials/workshops, case studies, discussions, videos, and group activities.
STUDENT RESPONSIBILITIES: Students will assume responsibility to participate in all
the lectures, class discussions and complete the assigned projects and examinations.
METHOD OF EVALUATION: Participants will be evaluated through assignments,
projects, examinations, and active class participation. The breakdown of the
assessment marks will be as follows:
Project Assignments and Presentation
Active Class Participation
Examination 1
Examination 2
TOTAL
40 %
10 %
20 %
30 %
100 %
GRADING: This will based on the UVI grading system stated in the UVI Catalog. For
example see UVI Catalog 2014-2016, p. 53.
REQUIRED TEXT BOOK(S): Mark W Johnston and Greg W Marshall, “Sales Force
Management”, Routledge, latest edition.
BIBLIOGRAPHY - READING LIST:
David Jobber and Geoff Lancaster, “Selling and Sales Management”, Pearson
Education Ltd, latest edition.
Paola Guenzi and Susi Geige, “Sales Management: A Multinational Perspective”,
Routledge, latest edition.
Journal of Personal Selling and Sales Management
YouTube Videos
6
Bachelor of Business Administration (BBA)
Marketing Major
NEW COURSE REQUEST
TO:
Dr. Stephen Ratchford
Chair, UVI Curriculum Committee
FROM:
Dr. Stephen Reames
Dean, School of Business
CONTACT: Dr. Gabriel Ogunmokun
Professor of Management and Marketing
School of Business
DATE: Submitted on September 22, 2015
REQUEST: The School of Business requests the approval of a new course entitled,
CONSUMER BEHAVIOR (MKT 428).
JUSTIFICATION (RATIONALE): The current BA concentration in marketing does not
cover consumer behavior. Consumer behavior and marketing research go together in
designing marketing studies and data collection efforts. Understanding consumer
behavior is critical to anyone pursuing a degree in marketing at the undergraduate level.
Our current offerings do not include a course in consumer and this course will fill that
gap and help prepare our students for a career in marketing.
APPROVALS: The School of Business voted on this entire proposal as a single
proposal since all parts of the proposal interdependent. The Vote for this course is the
same as that for the entire proposal.
ADDITIONAL DISCUSSION: The addition of this course does not impact physical
facilities, financial or human resources except as indicated under “REQUIRED
RESOURCES” below.
REQUIRED RESOURCES: Currently there is a funded opening for a new marketing
professor. With this additional resource the BBA Major in Marketing can be delivered
without scheduling issues or faculty over-loads.
ANY IMPLICATIONS FOR THE GENERAL EDUCATION REQUIREMENTS: NONE
SECTION 2: COURSE SYLLABUS
TITLE OF THE COURSE: MKT 428* Consumer Behavior
COURSE DESCRIPTION: The purpose of this course is to enable participants to learn
and examine the principles, concepts and theories of consumer behavior. The course
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Bachelor of Business Administration (BBA)
Marketing Major
will cover consumer behavior models in marketing, factors affecting consumer behavior,
types of buying decision behavior, the consumer buying decision process, business
markets and buying behavior, marketing to business consumers, stages of the business
buying decision process, consumer misbehavior and marketing ethics.
PRE-REQUISITES/ADMISSION REQUIREMENTS: BUS 112, MGT 301, MKT 301 and
MKT 334
CO-REQUISITES: None.
COURSE OVERVIEW: The activities of any organization will be more relevant if based
on the study of consumer behavior. This is so because a key to the survival, growth,
and profitability of a business organization in this highly competitive, dynamic market
environment is the ability to identify and satisfy consumer needs better than the
competitors. This course will enable participants to learn and examine the principles,
concepts and theories of consumer behavior. The course will cover consumer behavior
models in marketing, factors affecting consumer behavior, types of buying decision
behavior, the consumer buying decision process, business markets and buying
behavior, marketing to business consumers, stages of the business buying decision
process, consumer misbehavior and marketing ethics. The course will also expose
students to contemporary issues and research in consumer behavior.
COURSE SESSIONS: The course will consist of two weekly sessions of 1hr 15 minutes
per session during the semester.
COURSE OBJECTIVES:
Upon completion of the course, students will be able to:
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Analyse Models of Consumer Decision process
Analyse Consumer Behaviour decision process
Discuss Marketing Research and Consumer Information System
Evaluate Consumer Motivation Theories
Evaluate Consumer Behaviour Models
Analyse Factors affecting Consumer Behaviour
Describe Business Markets and Buying Behaviour
Describe how to market to Business Consumers
Discuss business Buying Decision Process,
Discuss Consumer Misbehaviour
Analyse Consumer Post-Decision Process
Discuss Consumer Behaviour Ethics and Social Responsibility
Apply theories, concepts and models covered in the course to case studies
8
Bachelor of Business Administration (BBA)
Marketing Major
CONTENT (TOPIC) OUTLINE
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The Nature of Consumer Behaviour
Marketing Research and Consumer Information System
Consumer Motivation
Consumer Behaviour Models
Factors affecting Consumer Behaviour
Consumer Buying Decision Process
Business Markets and Buying Behaviour
Marketing to Business Consumers
Business Buying Decision Process,
Consumer Misbehaviour
Consumer Post-Decision Process
Consumer Behaviour Ethics and Social Responsibility
TEACHING AND LEARNING METHODS: Teaching and learning methods will include
lectures, tutorials/workshops, case studies, discussions, videos, and group activities.
STUDENT RESPONSIBILITIES: Students will assume responsibility to participate in all
the lectures, class discussions and complete the assigned projects and examinations.
METHOD OF EVALUATION: Participants will be evaluated through assignments,
projects, examinations, and active class participation. The breakdown of the
assessment marks will be as follows:
Project Assignments and Presentation
Active Class Participation
Examination 1
Examination 2
TOTAL
40 %
10 %
20 %
30 %
100 %
GRADING: This will based on the UVI grading system stated in the UVI Catalog. For
example see UVI Catalog 2014-2016, p. 53.
REQUIRED TEXT BOOK(S): Leon G. Schiffman and Joseph Wisenblit, “Consumer
Behavior” Prentice Hall, latest edition.
BIBLIOGRAPHY - READING LIST:
Hoyer Wayne, “Consumer Behavior” Cengage Learning, latest edition.
Isabelle Szmigin and Maria Piace “Consumer Behavior” Oxford University Press, latest
edition.
Paul Peter and Jerry C. Olson “Consumer Behavior and Marketing Strategy”, Irwin/
McGraw-Hill, latest edition.
Journal of Consumer Behavior
YouTube Videos
9
Bachelor of Business Administration (BBA)
Marketing Major
NEW COURSE REQUEST
TO:
Dr. Stephen Ratchford
Chair, UVI Curriculum Committee
FROM:
Dr. Stephen Reames
Dean, School of Business
CONTACT: Dr. Gabriel Ogunmokun
Professor of Management and Marketing
School of Business
DATE: Submitted on September 22, 2015
REQUEST: The School of Business requests the approval of a new course entitled,
SERVICES MARKETING (MKT 429).
JUSTIFICATION (RATIONALE): As the western economies became more of a service
oriented economy the services marketing area became a sub-specialty in the marketing
field. The traditional model of marketing concentrated on marketing products not
services. Today many companies and organizations are selling only services and even
in the traditional segments marketing services has become a more significant
component of the overall marketing effort. The addition of the services marketing course
will better prepare our students for this critical area.
APPROVALS: The School of Business voted on this entire proposal as a single
proposal since all parts of the proposal interdependent. The Vote for this course is the
same as that for the entire proposal.
ADDITIONAL DISCUSSION: The addition of this course does not impact physical
facilities, financial or human resources except as indicated under “REQUIRED
RESOURCES” below.
REQUIRED RESOURCES: Currently there is a funded opening for a new marketing
professor. With this additional resource the BBA Major in Marketing can be delivered
without scheduling issues or faculty over-loads.
ANY IMPLICATIONS FOR THE GENERAL EDUCATION REQUIREMENTS: NONE
SECTION 2: COURSE SYLLABUS
TITLE OF THE COURSE: MKT 429* Services Marketing
COURSE DESCRIPTION: This course is designed to examine the concepts, principles
and theories for the marketing of services as against the marketing of tangible products.
10
Bachelor of Business Administration (BBA)
Marketing Major
This course will cover the nature and role of services marketing, importance of services
marketing, key components of service delivery, characteristics of services, service
encounter, marketing mix strategies for marketing services, service quality and
satisfaction, formulation and implementation of marketing strategies for services in
organizations, managing customer service, customer service relationship, and the
evaluation of contemporary issues in services marketing.
PRE-REQUISITES/ADMISSION REQUIREMENTS: BUS 112, MGT 301, MKT 301,
MKT 334 and MKT 426
CO-REQUISITES: None.
COURSE OVERVIEW: Given today’s highly competitive environment where
organizations are vying for a limited pool of customers, retaining customers through
effective services marketing by building a long lasting relationship that would lead to
repeat sales is as important as attracting new customers. This course is designed to
examine the concepts, principles and theories for the marketing of services as against
the marketing of tangible products. This course will cover the nature and role of services
marketing, importance of services marketing, key components of service delivery,
characteristics of services, service encounter, marketing mix strategies for marketing
services, service quality and satisfaction, formulation and implementation of marketing
strategies for services in organizations, managing customer service, customer service
relationship, and the evaluation of contemporary issues in services marketing. The
course will also expose students to contemporary issues and research in services
marketing.
COURSE SESSIONS:
The course will consist of two weekly sessions of 1hr 15 minutes per session during the
semester.
COURSE OBJECTIVES:
Upon completion of the course, students will be able to:
 Discuss the nature of services marketing;
 Analyse characteristics of services that make them different from goods;
 Discuss how marketers can increase market share through services marketing;
 Discuss the methods consumers use to evaluate service quality;
 Discuss how marketers work to create service quality;
 Describe methods for marketing services through internet and social media;
 Describe how to measure service quality;
 Discuss how marketing mix variables can be used to market services;
 Describe how to manage negative customer perceptions of a service encounter;
 Formulate a strategic marketing plan for marketing services in organizations;
 Apply theories, concepts and models covered in the course to case studies;
CONTENT (TOPIC) OUTLINE
11
Bachelor of Business Administration (BBA)
Marketing Major
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The Nature of Services Marketing
Strategic marketing for organizations in the Service Industry
Consumer Behaviour and Services Marketing
Services Marketing Research
New Services Development Process
Distributing services through physical and electronic channels
Services and Integrated Marketing Communications
Personal Selling and Promotion of Services
Advertising and Sales Promotion of Services
Pricing of Services
Customer satisfaction and service quality
Managing relationships, building loyalty and Handling customer complaints
Contemporary Issues in Services Marketing
METHODS: Teaching and learning methods will include lectures, tutorials/workshops,
case studies, discussions, videos, and group activities.
STUDENT RESPONSIBILITIES: Students will assume responsibility to participate in all
the lectures, class discussions and complete the assigned projects and examinations.
METHOD OF EVALUATION: Participants will be evaluated through assignments,
projects, examinations, and active class participation. The breakdown of the
assessment marks will be as follows:
Project Assignments and Presentation
Active Class Participation
Examination 1
Examination 2
TOTAL
40 %
10 %
20 %
30 %
100 %
GRADING: This will based on the UVI grading system stated in the UVI Catalog. For
example see UVI Catalog 2014-2016, p. 53.
REQUIRED TEXT BOOK: Christopher Lovelock and Jochen Irtz, “Services Marketing:
People, Technology and Strategy” Pearson, latest edition.
BIBLIOGRAPHY - READING LIST:
Audrey Gilmore, “Services Marketing” SAGE Publication s Ltd, latest edition.
Journal of Services Marketing
YouTube Videos
12
Bachelor of Business Administration (BBA)
Marketing Major
NEW COURSE REQUEST
TO:
Dr. Stephen Ratchford
Chair, UVI Curriculum Committee
FROM:
Dr. Stephen Reames
Dean, School of Business
CONTACT: Dr. Gabriel Ogunmokun
Professor of Management and Marketing
School of Business
DATE: Submitted on September 22, 2015
REQUEST: The School of Business requests the approval of a new course entitled,
STRATEGIC MARKETING (MKT 430).
JUSTIFICATION (RATIONALE): Over time the marketing effort has become more
strategic, so much so that even small organizations find the need to develop specific
marketing strategies to compliment the overall business strategic effort. Strategic
marketing covers the development and implementation of a marketing plan that is in
alignment with the overall business strategy yet focuses on the product or service. This
course will add to the skill set of our marketing graduates and fill a gap in the current
program.
APPROVALS: The School of Business voted on this entire proposal as a single
proposal since all parts of the proposal interdependent. The Vote for this course is the
same as that for the entire proposal.
ADDITIONAL DISCUSSION: The addition of this course does not impact physical
facilities, financial or human resources except as indicated under “REQUIRED
RESOURCES” below.
REQUIRED RESOURCES: Currently there is a funded opening for a new marketing
professor. With this additional resource the BBA Major in Marketing can be delivered
without scheduling issues or faculty over-loads.
ANY IMPLICATIONS FOR THE GENERAL EDUCATION REQUIREMENTS: NONE
SECTION 2: COURSE SYLLABUS
TITILE OF THE COURSE: MKT 430* Strategic Marketing
COURSE DESCRIPTION: This course is designed to provide students with a systematic
approach to the strategic marketing formulation and implementation process. Students
13
Bachelor of Business Administration (BBA)
Marketing Major
undertaking this course will be required to use knowledge gained from previous marketing
courses for making strategic marketing decisions. The course will cover the strategic
marketing planning process, market demand analysis and forecasting, environmental
market analysis and vision, market segmentation and positioning, marketing strategies,
planning for new products, pricing strategy, promotion and advertising strategy, sales
force and direct marketing strategy, implementation of marketing strategies, control and
evaluation.
PRE-REQUISITES/ADMISSION REQUIREMENTS: MKT 301, MKT 334, MKT422,
MKT426, MKT427 and MKT 428
CO-REQUISITES: None.
COURSE OVERVIEW: In this highly competitive market environment, having a strategic
marketing plan is important because it will enable a firm to orient itself to its market
environment and consumers thus enhancing the performance of the organization. This
course will provide students with a systematic approach to the strategic marketing plan.
It will also cover the strategic marketing planning process, market demand analysis and
forecasting, environmental market analysis and vision, market segmentation and
positioning, marketing strategies, planning for new products, pricing strategy, promotion
and advertising strategy, sales force and direct marketing strategy, implementation of
marketing strategies, control and evaluation. Students undertaking this course will be
required to use knowledge gained in this course as well as those gained in previous
marketing courses to make strategic marketing decisions through case studies and
designing strategic marketing plans for organizations. The course will also expose
students to contemporary issues and research in the area of strategic marketing.
COURSE SESSIONS: The course will consist of two weekly sessions of 1hr 15 minutes
per session during the semester.
COURSE OBJECTIVES:
Upon completion of the course, students will be able to:
 Discuss the nature and scope of strategic marketing
 Discuss the Strategic Marketing Planning Process
 Design a strategic marketing plan for an organization
 Evaluate strategic marketing mission, objectives, segmentation, target
marketing, positioning and tactical operations of an organization’s strategic
marketing plan.
 Forecast market demand for a company’s product or service
 Evaluate the strategic marketing mix variables (product, price, promotion and
distribution strategies) that can be employed in formulating a strategic marketing
plan.
 Discuss methods for evaluating and improving the strategic marketing plan of an
organization
 Conduct a strategic marketing audit for an organization
 Apply theories, concepts and models covered in the course to case studies
14
Bachelor of Business Administration (BBA)
Marketing Major
CONTENT (TOPIC) OUTLINE
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The nature and scope of Strategic Marketing
Environmental Analysis for Strategic Marketing
Strategic Marketing Planning Process
Approaches to Market Demand and Forecasting
Market Targeting and Positioning Strategy.
Marketing-mix strategies
Strategic Marketing for Product Policy and Development.
Strategic Marketing and Pricing
Strategic Marketing and Promotion
Strategic Marketing and Social Media
Strategic Marketing and Distribution
Strategic Marketing Control and Evaluation
Strategic Marketing Audit
TEACHING AND LEARNING METHODS: Teaching and learning methods will include
lectures, tutorials/workshops, case studies, discussions, videos, and group activities.
STUDENT RESPONSIBILITIES: Students will assume responsibility to participate in all
the lectures, class discussions and complete the assigned projects and examinations.
METHOD OF EVALUATION: Participants will be evaluated through assignments,
projects, examinations, and active class participation. The breakdown of the
assessment marks will be as follows:
Project Assignments and Presentation
Active Class Participation
Examination 1
Examination 2
TOTAL
40 %
10 %
20 %
30 %
100 %
GRADING: This will based on the UVI grading system stated in the UVI Catalog. For
example see UVI Catalog 2014-2016, p. 53.
REQUIRED TEXT BOOK(S): David W. Cravens, "Strategic Marketing" Richard D. Irwin,
latest edition
BIBLIOGRAPHY - READING LIST:
David A. Aaker, "Strategic Market Management" John Wiley & Sons, latest edition.
Roger A Kerin, Vijay Mahajan and P. Rajan Varadarajan, "Strategic Market Planning"
Allyn and Bacon, latest edition.
Journal of Strategic Marketing
YouTube Videos
15
Bachelor of Business Administration (BBA)
Marketing Major
CATALOG CHANGES:
Insert the following new Major on page 132 after the Information Systems and
Technology Major.
Marketing Major
A.
Students enrolled in the BBA in Marketing will complete the following MKT courses.
MKT 334
MKT 416
MKT 422
MKT 426
MKT 427
MKT 428
MKT 429
MKT 430
Advertising and Promotion Strategy
Principles of Merchandising
International Marketing
Marketing Research
Personal Selling and Sales Management
Consumer Behaviour
Services Marketing
Strategic Marketing
B. Elective Courses in the Marketing Major
Credits
3
3
3
3
3
3
3
3
6 Credits
If selected from within the school of business the electives may include any 300 or 400
level course or any course used in pursuit of a minor. The electives may not include
courses which are part of general education or GBE requirements in the BA or BBA
degree.
If selected from outside the school of business the electives may include any course
except courses which are part of the general education requirements for the BA or BS
degree.
C. Summary of requirements for the Marketing Major
General Education
General Business Education
Required MKT Major Courses
Electives
Other Requirements (Physical Education)
Total Credit Hours
43-44
48
24
6
2
123-124
Insert the following new major on page 10 of the 2014-2016 Catalog under the
heading Bachelor of Business Administration Degree
16
Bachelor of Business Administration (BBA)
Marketing Major
Marketing Major
Insert the following new major on page 130 of the 2014-2015 Catalog under the
heading Degree Majors and Programs – B.B.A. Degree
Marketing Major – Albert A. Scheen campus, St Croix and St. Thomas campus
Insert the following 4 new courses on page 205 of the 2014-2015 Catalog
MKT 427 Personal Selling and Sales Management
This course is designed to present and examine the principles, theories and concepts of
sales management and direct marketing. It will cover the nature of personal selling, the
role of the sales force, designing sales force strategies and structure, recruiting and
selecting salespeople, training salespeople, compensation methods, sales force
supervision, sales force performance evaluation, the personal selling process, direct
marketing models, public policy and ethical issues in direct marketing. Students will also
learn how to apply theories, concepts and models covered in the course to case studies.
(offered in Fall or Spring, please check course sequence). Pre-requisites: BUS 112, MGT
301, MKT 301 and MKT 334.
3 Credits
MKT 428 Consumer Behavior
This course will enable students to learn and examine the principles, concepts and
theories of consumer behavior. The course will cover consumer behavior models in
marketing, factors affecting consumer behavior, types of buying decision behavior, the
consumer buying decision process, business markets and buying behavior, marketing
to business consumers, stages of the business buying decision process, consumer
misbehavior and marketing ethics. (offered in Fall or Spring, please check course
sequence). Pre-requisites: BUS 112, MGT 301, MKT 301 and MKT 334.
3 Credits
MKT 429 Services Marketing
This course is designed to examine the concepts, principles and theories for the
marketing of services as against the marketing of tangible products. This course will
cover the nature and role of services marketing, importance of services marketing, key
components of service delivery, characteristics of services, service encounter,
marketing mix strategies for marketing services, service quality and satisfaction,
formulation and implementation of marketing strategies for services in organizations,
managing customer service, customer service relationship, and the evaluation of
contemporary issues in services marketing. (offered in Fall or Spring, please check
course sequence). Pre-requisites: BUS 112, MGT 301, MKT 301, MKT 334 and MKT
426.
3 Credits
MKT 430 Strategic Marketing
This course is designed to provide a systematic approach to the strategic marketing
formulation and implementation process. It will also cover market demand analysis and
forecasting, environmental market analysis and vision, market segmentation and
positioning, marketing strategies, planning for new products, pricing strategy, promotion
17
Bachelor of Business Administration (BBA)
Marketing Major
and advertising strategy, sales force and direct marketing strategy, implementation of
marketing strategies, control and evaluation. Participants will also learn how to apply
strategic marketing theories, concepts and models covered in the course to case studies.
(offered in Fall or Spring, please check course sequence). Pre-requites: BUS 112, MGT
301, MKT 301, MKT 334 and MKT 426.
3 Credits
18